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14 Ways to Make Your Prospect Relax

I’m not unveiling any big secret by telling you that a lot of what you’ll do when selling is all about emotion. And it has to be that way. Why? Because we humans — the thinking animal — are perversely… Continue Reading

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Inspiration or Flat-Out Imitation?

Every great direct response copywriter can tell you what a valuable thing it is to have a “swipe file,” that burgeoning bin or desktop folder of winning promos crafted by other copywriters. The idea, of course, isn’t to rip off the best of your colleagues… but rather to read, see what’s working, and use that to get your own creative juices flowing. Not everybody gets that. Some people understand the concept, but go ahead and plagiarize anyway… Continue Reading

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Why I’m a Fool For Cupertino

It’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m crazy for Cupertino — particularly the stuff that comes out of you-know-which-company. The iPad and iPods, Macbooks, Minis, the Time… Continue Reading

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10 “Speed-Copy” Secrets

The better you get at writing good copy, the more clients will want access to your time. In the beginning, you’ll want to give it to them. But as time goes by, you won’t be able to. Then what happens? You’ll simply learn how to write faster. Here are a few ideas, specifically for copywriters… Continue Reading